Channel Capabilities, Product Characteristics, and the Impacts of Mobile Channel Introduction.

Author List: Bang, Youngsok; Lee, Dong-Joo; Han, Kunsoo; Hwang, Minha; Ahn, Jae-Hyeon;
Journal of Management Information Systems, 2013, Volume 30, Issue 2, Page 101-126.
Drawing on the notion of channel capability, we develop a theoretical ramework for understanding the interactions between mobile and traditional online channels for products with different characteristics. Specifically, we identify two channel capabilities-access and search capabilities-that differentiate mobile and online channels, and two product characteristics that are directly related to the channel capabilities-time criticality and information intensity. Based on this framework, we generate a set of predictions on the differential effects of mobile channel introduction across different product categories. We test the predictions by applying a counterfactual analysis based on vector autoregression to a large panel data set from a leading e-market in Korea that covers a 28-month period and contains all of the transactions made through the online and mobile channels before and after the mobile channel introduction. Consistent with our theoretical predictions, our results suggest that the performance impact of the mobile channel depends on the two product characteristics and the resulting product-channel fit. We discuss implications for theory and multichannel strategy.
Keywords: counterfactual analysis; e-commerce; mobile commerce; multichannel strategy; multivariate baseline analysis; substitute and complement; times series; vector autoregression
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#23 0.251 channel distribution demand channels sales products long travel tail new multichannel available product implications strategy allows internet revenue technologies times
#160 0.148 mobile telecommunications devices wireless application computing physical voice phones purchases ubiquitous applications conceptualization secure pervasive differential usability increasing local location
#118 0.112 online consumers consumer product purchase shopping e-commerce products commerce website electronic results study behavior experience b2c impact internet purchases websites
#285 0.106 effects effect research data studies empirical information literature different interaction analysis implications findings results important set large provide using paper
#136 0.078 expectations expectation music disconfirmation sales analysis vector experiences modeling response polynomial surface discuss panel new nonlinear period understand paper dissonance
#59 0.066 capabilities capability firm firms performance resources business information technology firm's resource-based competitive it-enabled view study value infrastructure results organizational model
#4 0.061 characteristics experience systems study prior effective complexity deal reveals influenced companies type analyze having basis conducted determine complex comparative drive
#161 0.057 role relationship positively light important understanding related moderating frequency intensity play stronger shed contribution past considered maintenance effort effect specifically